Brand Identity · 2024
Kite Studio
A visual system loud enough to survive being shrunk to a favicon.
RoleArt Director
Year2024
DisciplineBrand Identity
Focus
IdentityTypeGuidelines
The problem
A ten-person studio with eleven logo variants, none of which legibly survived below 40px, and no written rule about when to use which.
The approach
One mark, built from a single stroke weight that thickens as it scales down. A palette of four, each with a stated job rather than a stated mood.
What happened
Forty-page system, adopted across web, print and motion in six weeks. Still unchanged two years later, which is the only metric that matters for identity work.
Got something worth
building properly?
Taking on two projects for the coming quarter. Brand, product, or the messy bit in between.
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